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3 Reasons Why Diamonds Are Still So Popular

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When Archduke Maximillian of Austria commissioned a diamond engagement ring in 1477, he began a trend that has lasted ever since, and diamonds became popular with European nobility until the end of the 19th century, until the increased availability meant they briefly lost their appeal.

However, they regained their popularity thanks to a campaign by De Beers, who coined the phrase ‘a diamond is forever’ in the 1940s. Since then, it has become the most popular stone for jewellery, and engagement rings ever since. Why have these beautiful gems superseded all others? We have three reasons why!


  1. They’re a symbol of everlasting love

De Beers’ slogan struck a chord with many people and led to no other stone representing love and commitment more than a diamond. For someone wishing to let a partner know that they want to be with them for the rest of their lives, then a diamond will say everything. It is a rare stone, pure and everlasting, and a universal symbol of eternal love.


  1. They’re visually appealing

Even without clever campaigns, the diamond is an utterly beautiful stone. It is colourless, and its simplicity makes it perfect. It reflects and scatters light, making it sparkle, projecting the colours of the rainbow through diffraction, adding to the magic.


  1. They’re traditional

While Archduke Maximillian’s diamond ring was the first recorded commission, the popularity of the stone means it has been sought after for more than 500 years. Diamonds have adorned the fingers, necks, and wrists of Hollywood starlets and royalty since the 1940s, and remains a covetable item, showing no signs of abating.

The diamond is to jewellery what the Aston Martin is to motoring, and what Gershwin’s Rhapsody in Blue is to music, and one gets the sense that diamonds will be just as popular for many centuries to come.


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